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Customer Retention. Automated

Browsing through the Holidays

Posted by Enelda Butler on Aug 11, 2015 4:04:03 PM
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We all love window shopping during the holidays. Now that more and more retail activity is happening online (nearly $102 billion in 2014 holiday season) a virtual form of window shopping is becoming common.[1] Many consumers browse online stores extensively before making a purchase. Some of this browse activity results in an order, but much of it does not. How do you motivate potential customers to make the decision to order from you?

You need to understand your customers as much as possible to create relevant marketing campaigns to reach them. A great way to get to know your customers is to track their browsing activity on your site. By understanding this behavior, you can figure out what appeals to them and can develop targeted marketing to entice them to make a purchase.

More specifically, browse abandonment emails are a viable solution for tackling this problem. In fact, in comparison to regular promotional messages, browse abandonment emails see a 4x lift in conversion rates and a 6x rise in revenue per email for browse emails.[2]

Our new Behavioral Track & Trigger solution features browse abandonment campaigns that automatically send emails to specific customers who browse your online store without making a purchase. You can create emails using custom templates that leverage product, purchase, and individual customer data to incorporate dynamic product recommendations and offer related promotions based on the product or category the customer viewed.

To collect this information, we track unknown visitor behavior on your site, which will be added to the customer’s profile once an email address is known. This data will help you turn page views into revenue by converting both subscribers’ and customers’ website visits that didn’t result in a cart creation or order into a purchase.

Here are two tips to optimize customer engagement and conversions with browse abandonment emails.

SummerCampBrowsers_cropped_2Tip #1: Include images of browsed items or product categories in each email. According to a study by Experian, conversion rates are twice as high for browse abandonment emails that dynamically display products.[3]

Tip #2: Enable frequency capping to avoid sending too many emails during a certain timeframe. Your customers may be looking at many products, possibly from different categories. You shouldn’t send an email for each specific item because you don’t want to overload their inboxes. 

For more tips, and a walkthrough of our Behavioral Track & Trigger tool, register for our webinar on September 2 at 2:30 pm EST. Or if you can’t wait until then, download our product one pager or request a demo with one of our account executives.

[1] http://digiday.com/brands/christmas-july-2015-holiday-shopping-forecast-5-charts/

[2] https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

[3] https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf


Topics: Holiday Marketing, Best Practices

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